碩士 / 國立中央大學 / 管理學院高階主管企管碩士班 / 99 / With the new Chinese real estate policy hitting the market, real estate developers are wary of the future of the industry. In this study, we analyzed how a case company formulated its marketing strategies (product, price, place, and promotion) to reflect its internal strengths and weaknesses and to respond to market opportunities and threats. We discovered that the 4P strategies have been employed to make use of the case company’s strengths and market opportunities and to overcome its weaknesses and external threats. Our findings suggest that awareness of a firm’s strengths, weaknesses, opportunities, and threats will facilitate its successful deployment of marketing strategies. The study then should provide implications for real estate companies in China to explore new ways of doing business and develop their market strategies accordingly.
| Identifer | oai:union.ndltd.org:TW/099NCU05627046 |
| Date | January 2011 |
| Creators | Chuan-feng Liu, 劉權鋒 |
| Contributors | 王存國 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 41 |
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